Melanoma Institute Australia (MIA) encouraged passers-by to donate for research to fight skin cancer.
A digital OOH panel displayed an eye-catching animation of a growing melanoma. An integrated contactless payment solution (Pay pass Tap and Go) invited passers-by to make a quick donation of whatever amount they chose. Each donation visibly reduced the size of the melanoma on the screen.
By using a familiar payment solution and making the process hassle-free, the campaign achieved a high rate of interaction. The simple yet unique and creative execution both educated the audience and clearly communicated that every donation counts.